Content Optimization | Digital Marketing Agency India

Content Optimization

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Question:

Hello Everyone!

There's a question I've often considered asking: what is important for a website to gain more visibility- more web pages with less content or less web pages with more content? 

Let’s suppose, a client offers car cleaning service (cleaning, that’s all!) for all types of vehicles. Now, there might be two ways to deal with this website (as per my limited understanding of the subject):

1st way- You might create many pages on the basis of different types of vehicles they clean. These pages would obviously have shorter contents since there’s not much to write about without the risk of repetition. 

OR

2nd way- You might also keep one service page where all the aspects of their services might be dealt with in details. This one page would have a content that’s long and comprehensive. 

Now, my question is: what would fetch better results for this client’s website? The first method or the second one?  

Let me now come to point of why am I asking this question? I am asking this because often we receive such requirements where we need to create contents for pages that can be wrapped in 50-60 words. Anything beyond that is superfluous and is solely done to stretch the word count to at least 100-150. This is mostly the case when sub-divisions of any particular service is treated as individual web pages. On the other hand, if we create one single page for one service (inclusive of all its sub-divisions), the content created is rich, packed with information and better-crafted. 

While everything I’ve said so far is my opinion based on my limited knowledge of the deeper technical aspects of the game, I’d really appreciate it if you could help me understand how it works. :-)

More web pages with less content or less web pages with more content?

"Content should become an asset, not a liability" - This is the core principle 
You write for 
1) User (60%)
2) Search Engine (Google 20%)
3) Social & Other Marketing (20%)
 
Short content or long content, it depends on what we are able to achieve:
1) User: Some pages need more content so that people can get everything at one place, kind of guide, they don't want to go through different pages. Some pages need short content, as people had one query and a concern and just want an answer. Content is more than words, it has information slabs, how many info sections are added on the page
2) Search Engine: Search Engine likes more content on a page http://www.quicksprout.com/2012/12/20/the-science-behind-long-copy-how-more-content-increases-rankings-and-conversions/ .... the number of pages on the site also matter for search engine http://www.searchenginejournal.com/pages-better-ranking-dont-think-heres/80511/ its about relevant pages, now just pages.
3) Social & Other marketing - You need to make content more social, make the content more scanable, big or small will not matter much http://www.nngroup.com/articles/how-users-read-on-the-web/
60% of the pages should have large content, 40% can have less content, all pages should have relevant content, all content should integrate /interconnect so users can see the website as hub for the topic.
 

What exactly do you need as SEO content ?

In this document we shall discuss all the prerequisites of an effective SEO copy. Before going into details let us  “What are the major types of SEO content you need?”

  • Website copy (adding pages on all topic and subtopics)
  • Blog (provide useful information & interlinking to the main category)

When it comes to content writing, the style and approach of each of these formats are supposed to be different. This would be taken care of by the content department.
 However, from SEO perspective, there should be a guideline to be followed for each of these.
What do we exactly need in a content?
The content should ideally have
1. Categorical information
2. Should be effective to the reader
3. Should contain keyword in an evenly distributed manner
4. Keyword must appear
       a. In the title of the article preferably in the first words
       b. Have minimum of two keywords included in the first paragraph
5. Maintain minimum keyword density

What is expected from an SEO ?         

Fore you pass on the content requirement to the team, please ensure that both you and the writer/department are on the same page regarding the following matter
1. Keyword assigned should be based on the “Focused keyword” list as prepared during the execution process. At least the primary keyword should be based upon that. Secondary keyword list has to match up to the primary ones (this may be collected from other allied keyword sheets containing detailed keyphrases or may be searched from Google Adwords Tools if necessary. )
2. Keyword should be assigned in a proper format. There should be two level of keywords viz. a) Primary Keyword b)Secondary keyword.
For example, if I’m doing a keyword research for a dress retailing company following may be the keywords

Primary keyword (1-5)%

  • Dresses online
  • Buy dresses

Secondary keyword (0.5 – 3)%

  • Cheap dresses online
  • Dresses online price
  • Buy cheap dresses and skirts

3. Before accepting any content, make sure that it has the minimum keyword density contained in it. How to check ?
Go to textalyser.net
Put on the copy and run a check.
You will come across words that the tool finds most repeated throughout the document and their density. The density is calculated in the basis of individual words. Make sure that our expected keyword density is maintained

You also run a thorough check on the fact that whether the  primary keywords are repeated as a whole atleast a couple of times. If you are having two primary keywords, then the same must be present as ‘exact match’ in the copy atleast the following number of times  

Add web page (250-300 words)
Dresses online (1 times)
Buy dresses (1 times)

Add Blog (more than 400) & interlink
Dresses online (2 times)
Buy dresses (2 times)
 

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22-05-2013
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